• by Aaron Baar , March 25, 2015

Not all heroes wear capes and leap over buildings in a single bound. Some of them wear unitards and break chairs over opponents’ heads. 

In the ramp up to its “Wrestlemania” event, WWE (in concert with NBCUniversal) has unveiled a comprehensive brand campaign called “For the hero in all of us.” 

Central to the campaign is a 60-second commercial that shows off many of the league’s top personalities. The spot begins in black-and-white, while a voiceover speaks about moments of “surpassing our own expectations.” “Sometimes those moments are small, and sometimes they’re larger than life,” says the voiceover as the action cuts to inside the ring and arena where fans and athletes move in slow-motion action.

As the voiceover continues, speaking about the great things inside everyone, getting up after being knocked down, and giving back, the action cuts again to WWE personalities doing good deeds, such as meeting with sick children and saluting veterans. “It’s what makes all of us — in our own way — heroes,” concludes the voiceover.

“Our new campaign illustrates all that is great about the WWE brand from our charismatic and athletic Superstars to our multigenerational and multicultural audience, and our commitment to giving back,” said WWE Chief Revenue and Marketing Officer Michelle Wilson in a prepared statement. 

The spot will air across NBCUniversal properties, including its two broadcast networks, 16 cable channels and more than 50 digital properties. It will also be seen on all of WWE’s platforms. 

In addition to the commercial, the two brands plan to engage consumer feedback using the hashtag “MyHeroIs,” asking fans to name their favorite WWE stars and personal and inspirational stories of heroism. (The two brands are also inviting other advertisers to participate in several “tentpole” events including “The Slammy Awards” and “Champions of Fatherhood,” a series turning the spotlight on “unsung heroes, as they position the WWE as PG-rated family friendly entertainment.)

“In partnership with NBCUniversal, we now have unprecedented opportunities for advertisers to engage our fans and Superstars while leveraging all of our platforms, including television, live events, digital and social media,” Wilson said.